What are keywords? types of keywords.

Introduction

Keywords are an integral part of the language of search engine optimization (SEO). They are crucial for content creators to be aware of if they are to build successful digital marketing strategies. Keywords are words and phrases that are used to match a web visitor’s search query with the content they’re searching for. In this article, we’ll explore the different types of keywords and unpack their importance in the world of SEO.

What is a Keyword?

A keyword is a word or phrase that is used to describe the main topic or subject of a website, blog, or page of content. It is used by search engine algorithms such as Google to find relevant results from the vast library of materials on the internet. By understanding keywords, content creators can create content that will be more easily discoverable.

Exploring the Nature of Keywords

Keywords refer to words and phrases which are commonly used in searches related to a particular topic or industry. They need to be reflective of what the searcher would ask a search engine when looking for a particular piece of information. Understanding the way people talk and the words they use to ask questions will help with the selection of keywords.

Understanding Different Types of Keywords

Various keywords can help SEO efforts. Here we’ll delve into each one, the purpose of each and the associated benefits.

Unravelling the Mysteries of Long-Tail Keywords

Long-tail is a type of keyword or phrase which is longer than one or two words and is more specific than the traditional ‘head’ keyword. They feature three or more words and typically include modifiers that refine the search results. Instead of general search terms like “car tyres”, you might use “high-performance car tyres”. The long-tail keyword has lower search volumes yet higher conversion rates since they’re more focused and more likely to be used by those who are looking to take the next step, such as making a purchase.

Demystifying Short-Tail Keywords

The short-tail keyword is a phrase of one or two words. They are broad and cover general topics, such as “electric cars”. Short-tail keywords have high search volume and high competition, which makes them difficult to rank for. However, they’re still important for a comprehensive SEO strategy because they help search engines understand related topics.

Figuring Out Focused Keywords

The focused keyword is a sub-category of a long-tail keyword and is even more specific than its long-tailed counterparts. They explore a narrow topic and propose deeper inquiry. To use the car tyres example, a focused keyword would be “Where can I buy performance car tyres”. The focused keyword is more likely to take a customer further down the purchase funnel and has a higher conversion rate than another keyword.

Knowing Your Geo-Targeted Keywords

The geo-targeted keyword is essential for local businesses. They are used to attract local customers looking for services in their area such as “car tyres Sydney”. As the search engine knows to direct the search results to customers in Sydney, the addition of a geo-targeted keyword can increase the chances of success in local SEO efforts.

Investigating Transition Keywords

A transition keyword is a word or phrase used to connect thoughts within the text, especially in long-form content. This helps Google interpret a page’s content in a more user-friendly way. Examples of this keyword include “but”, “therefore” and “however”. Content writers should use transition keywords frequently within their writing; they demonstrate a conversational style and make the content more engaging.

Uncovering Search Query Keywords

Search query keyword help search engines understand the intent of a query. Content creators need to understand how their target audience might phrase a query, as this help to incorporate search query keyword in their content. Examples of this keyword include “how to”, “what is”, and “where to” — this informs the search engine that the query is a question.

Discerning Compound Keywords

The compound keyword is a combination of two or more keywords that seek to uncover multiple facets of a topic. David’s “what is” will bring up a different result than David’s “where to”, even though they are related to the same query. The compound keyword is also used to target searches in a particular language such as “David where to Español”.

Discovering Proximity Keywords

A proximity keyword is a word or phrase that is used together in a search query. Combining proximity keyword help Google discern the relevance of the entirety of the query. For example, combining “luxury” and “cars” in a query provides more detail to the search engine than “luxury” alone.

Finding Authority Keywords

An authority keyword is a word or phrase related to a particular brand, product or service. These terms can be utilized to identify a web page as an authority on a particular topic; for example, “Tesla electric car” implies a certain level of authority regarding electric cars due to the inclusion of the Tesla brand in the keyword.

Unravelling Noun & Verb Keywords

Noun and verb keyword is arguably the most important type of keyword when it comes to SEO. They’re made up of the basic, concept-defining words of a query such as “buy”, “sell”, “car” and “tyres”. These key elements of a query must be accurately incorporated into content if the visibility of a web page is to increase.

Investigating Synonym & Plural Keywords

The Synonym and the plural keyword are great for capturing search engine attention. For example, “electric car” may be used alongside “electric automobile” or “electric vehicles”. This gives search engine algorithms the best chance of understanding the content.

Tackling Brand & Non-Brand Keywords

The Brand and non-brand keyword refers to the syntax used for search queries. Using a brand keyword such as “Tesla electric cars” implies a certain level of authority, whereas using a non-brand keyword like “electric cars” can be more generic. As such, it’s important to incorporate a keyword in the content to cover the various ways people search for products and services.

Mapping Out Exact Match Keywords

The Exact match keyword is written in the same way as they appear on a webpage. For example, if a web page states “working at Volkswagen”, then exact match keywords could be “working at Volkswagen” or “working Volkswagen”. Exact match keywords help Google to more accurately comprehend the meaning of the content they are presented with.

Utilizing LSI Keywords

The Latent semantic indexing (LSI) keyword has a similar purpose to synonym and plural keyword helps search engines to better understand the content. However, the LSI keyword is associated with the semantics of a topic, rather than the literal syntax; for example, “parts” and “spares” are both related to car tyres, but they use different wording.

Navigating SEO vs. SEM Keywords

The SEO and SEM keyword refers to the different strategies employed by content creators. SEO keywords are words and phrases used in SEO-focused content for organic search engine optimization, whereas SEM keyword is utilized in paid search engine marketing campaigns.

Systemizing Negative Keywords

A negative keyword is a word used to inform search engine algorithms of words that should be excluded from the search index. Using “Tesla electric cars -used” will signal to Google not to bring up any web pages that feature the word “used” about Tesla electric cars.

Unearthing Google Ad Keywords

The Google Ads keyword is a word or phrase used for pay-per-click search engine marketing campaigns. This keyword is usually distinct from the SEO keyword and used to create a focused search engine marketing strategy. Ads keyword is more likely to be more generic than SEO keywords which are more often long-tail and include modifiers.

Conclusion

Having an understanding of different keyword use is fundamental to the success of any SEO efforts. Knowing when to use each type of keyword is essential to optimizing content and helping it to reach its target audience. This article has aimed to help content creators to make more informed decisions regarding the use of the keyword, to build a successful search engine marketing strategy.